Marie Curie Christmas

GOOD Agency

In 2023, the cost of living crisis continued to affect people across the country. Half of the UK still felt like their finances were worsening and 7 in 10 said they watch their monthly outgoings carefully. In this tough climate, and at Christmas, Marie Curie sought to persuade the public that their work was worthy of financial support. As 1 in 4 people in the UK don’t get the support they need at the end of life, Marie Curie’s work was more important than ever.

This campaign used truth to move people. Using the lived experience of Marie Curie staff, volunteers, donors and prospects, we uncovered the insight that whilst losing a loved one in the festive period is indescribably painful, people are determined to pursue joy, made possible by the work of Marie Curie.

This inspired a new multi-year creative platform for Marie Curie Christmas, “Care, comfort and joy.” The campaign features real Marie Curie Nurse, Annie and the DRTV was inspired by real scenes.

It exceeded expectations, making 104% of its net income target, a particularly strong achievement in a year where 46% of charities achieved their warm mail targets and 41% achieved their cold fundraising targets.